Hogan Lovells advises Mistplay on the acquisition of MyChips

Press releases | 07 May 2026

Global law firm Hogan Lovells has advised Mistplay Inc., a leading play-and-earn rewards and loyalty platform for mobile gamers, on the acquisition of MyChips S.r.l., a subsidiary of MyAppFree S.p.A. ("MAF"), a global rewarded advertising platform.

By integrating MyChips, Mistplay expands its LoyaltyPlay global partner network, unlocking new supply for advertisers and extending rewarded experiences across a broader network of apps. As a result, Mistplay gains greater scale in delivering high-intent users while offering advertisers increased flexibility to drive user acquisition, engagement, and long-term return on ad spend.

The Hogan Lovells team that advised on the transaction was led by partner Luca Picone and included counsel Martina Di Nicola, associate Giuseppe Angiò and trainees Lorenzo Bertola and Piermaurizio Francesconi. Counsel Fabrizio Grillo and associate Giulia Maccioni advised on the labour aspects, while counsel Maria Luigia Franceschelli and trainee Gabriella Magnanini handled the IP profiles of the transaction.